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Filtering by: Subject Consumer behavior Degree Field Applied Anthropology

Just do it : an analysis of cultural factors behind the growth of Nike, Inc.

Creator:

Chen, Roger L.

Abstract:

The success of NIKE, Inc. is deemed miracle by professionals on both Wall Street and Madison Avenue. Research done in the past tends to credit the growth of NIKE, Inc. to its marketing strategies. By placing the achievement of the company in the postmodern context, this study analyzes the cultural...

Resource Type:

Masters Thesis

Full Text:

generally defined as "the customary manner in which human groups learn to organize their behavior and
Of stereotypes and strategies : emic perspectives of shopping in a television servicescape

Creator:

Harris, Mackenzie Moore

Abstract:

Culturally based stereotypes are a pervasive force behind quick judgments about behavior, intent, and beliefs which allow individuals to interact efficiently to meet their own goals. Gender stereotypes are present in marketing media and servicescapes, where they define the behavior, needs, and wants of shoppers. The literature on consumer behavior...

Resource Type:

Masters Thesis

Full Text:

wants of shoppers. The literature on consumer behavior and marketing does not adequately deal with the
Being and consuming : the dynamics of self and society in the marketing of alumni association brands

Creator:

Gardels, Adam A.

Abstract:

This thesis employs cultural analysis to better understand the meanings consumers have for the brands they consume. This research uses qualitative methods to elicit and analyze the brand meanings alumni and students have of their alma matter and alumni associations. Results from this research suggest that consumption is a ritual...

Resource Type:

Masters Thesis